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Developing strategies to promote the Iranian international film market

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Author(s): Mahmood Mohammadian | Amir Hassan Nedaei | Yasaman Giyahi

Journal: Management Science Letters
ISSN 1923-9335

Volume: 2;
Issue: 3;
Start page: 869;
Date: 2012;
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Keywords: Iranian film market (IFM) | Film market | Film marketing mix | Film marketing model

ABSTRACT
International film market of Iran (IFM) is one of the most important presenters of different films and television programs to be sold in the world market especially in Middle East. The primary purpose of this paper is to investigate different methods to promote this market. The study uses a questionnaire and distributes it among buyers and sales agents of IFM. The results of hypothetic tests prove that the socio-cultural factors are the most important reasons for the participants. Another important criterion promoting sales of movies is different awards from various movie festivals dedicated to moviemakers. The opening date and place of market, publication and publicity are other important criteria influencing sales of movies. The paper illustrates film-marketing mix for film marketers. Indicators, which are important for participants in international film festivals, are also illustrated for international film market holders.

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